LAHORE: The Punjab Agricultural Marketing Regulatory Authority (PAMRA) is implementing comprehensive reforms to modernise and digitalise agricultural markets across Punjab. The initiative aims to transform traditional market operations into a transparent, efficient, and farmer- and consumer-friendly system. According to the Secretary Price Control and Commodities Management Punjab, Dr Kiran Khurshid, the reforms focus on streamlining the regulatory framework through necessary legal amendments, the establishment of a dedicated engineering wing, and the implementation of a comprehensive human resource plan. These measures are intended to ensure improved governance, infrastructure provision, and institutional sustainability. As part of the digitalisation process, the PAMRA is introducing geo-tagging to monitor markets and stakeholders, enabling real-time information sharing. The Standard Operating Procedures (SOPs) have been implemented in all 188 markets across the province, including 92 fruit and vegetable markets and 96 grain markets. Additional measures include improvements in cleanliness and drainage systems, installation of SMD screens at divisional headquarters and electronic rate boards at the tehsil level, branding of “Chief Minister Kissan Bazaars” at main entrances, establishment of help desks, use of body cameras to monitor auctions in Lahore markets, and provision of standardized wholesale rate list stands to ensure price transparency. As a result of financial reforms, PAMRA reported a 130 percent increase in revenue through the outsourcing of market fees, parking, and rate list rights. Furthermore, by expediting the allotment and auction process of plots in agricultural markets, revenue amounting to approximately Rs4 billion has been generated. PAMRA has also initiated the relocation of long-pending markets, including those in Sheikhupura and Pakpattan, while development work has been accelerated in markets located in Sheikhupura, Kasur, Sahiwal, Pakpattan, Mian Channu, and Hasilpur. Through modern digitalization, geo-tagging, and regulatory reforms, PAMRA is introducing a new dimension to agricultural market governance across Punjab, with the stated objective of facilitating farmers and establishing modern agricultural markets. Copyright Business Recorder, 2026